Last year, Flo Olson tallied up the number of lawn maintenance contractors working in and around the resort community of Kalispell, Montana. By her best reckoning, there were 50 contractors. She added another 30 to her list this year, for a total of at least 80 companies, big and small, all competing for a piece of the mowing/maintenance market. Even though the owner of Bloomin’ Flowers and Grass Inc. (B.F.G.) in nearby Somers operates six Walker Mowers, having a Walker isn’t a competitive advantage anymore, she laments, noting that, “It must be a status symbol in Flathead County because there is a Walker being towed behind almost every pickup.”
So how does B.F.G., a company that has been in business eight years, compete? For starters, the owner provides a service that few other area companies can; as the company name implies, no one puts the “bloom” on a property like Flo does. “Yes, that’s really how I got started,” says Olson, referring to her natural ability to design and install flower beds. Combine that service with a commitment to deliver quality and a keen sense for what makes a property look nice and you have the ingredients for a successful operation.
More With Less
Olson and key employee Jawana Green maintain 30 prime commercial properties and large estates. In addition to installing flowers, the team mows, prunes and applies fertilizer and weed control. During the busy planting season, the company calls on retired friends and former employees for help. In between, though, it’s “lean and mean” and full speed ahead. There’s no time for the gym, but lifting power shears, fertilizer bags and mower decks play a role in keeping them fit.
“We always work very hard, but manage to have fun, too,” says Olson. “If I had to single out one of our strengths, it would be that we are extremely organized and efficient.” In fact, she and Green have each property’s routine down to a science and can almost read one another’s mind. “Scary thought,” says the affable Olson. Seriously, though, the duo gets as much work done as companies with more employees. It wasn’t always that way. There was a time when B.F.G. employed eight people and serviced all different type properties. Specializing in estates and commercial properties has sharpened its competitive edge by lowering fuel consumption and reducing drive time. Fewer employees mean less repairs, less training, and higher profit margins.
When asked to describe some of her efficiencies, Olson smiles and says, “You want me to give away my trade secrets.” Then, she talks about cleaning flower beds with string trimmers, spraying Roundup around trees, and taking few if any breaks during the day. Having lots of good equipment is important, she emphasizes, noting that when it comes down to investing in equipment or people, equipment gets the nod.
The owner isn’t exaggerating. B.F.G. purchased two new trucks this spring, and Olson and Green are the only full-time Walker operators for six machines. The mower excess is easy to explain, since the company purchased them when it was growing and doesn’t want to give any up. The extra mowers mean Bloomin’ Flo always has a spare on hand and can take on added work at a moment’s notice. Instead of changing decks, she also has the luxury of simply changing mowers.
The company has one 25-hp, two 20-hp, and three 26-hp Walkers, with several deck types. The 42-inch GHS decks shoulder most of the mowing responsibilities, and wider decks are for field mowing and planting flowers. Planting flowers? “That’s right,” says Olson. “Mowers equipped with big decks are ideal for hauling 600 flats to installation sites, and the hoppers are also great for hauling the fertilizer when spreading.”
Jacqueline of all Trades
Ten years ago, the thought of becoming a lawn maintenance contractor was the furthest thing from Olson’s mind. At 52, she had worked at a variety of jobs and thought it may be time to retire. “I’ve always liked to work but regardless of type I would soon get bored,” says Olson. An employment agent who knew of Flo’s extensive gardens at home sent her to TLC, Neil Deering’s Co. (Walker Talk No. 8) as a flowerbed person. Once there, she discovered the work she truly loved. After working a year with TLC, she was hired as head of grounds for an area corporation. Caught in a company-wide layoff, she then did what came naturally — started installing flower beds on her own. “Now, I’m never bored with my job,” says Bloomin’ Flo. “It calls for such a wide range of skills.”
Everything fell into place rather quickly. After a flower installation customer asked Bloomin’ Flo to do some mowing, she drove directly to the local Walker dealer. “I never even considered another mower,” Olson explains, “So scared, I was literally shaking when I went to the bank to borrow $10,000 – thinking I’d tackle getting my husband’s signature later. The banker said I could, and should, get a line of credit on my own. Now I just phone and tell them how much I want.”
With the new service, the company’s name was changed from Bloomin’ Flowers to Bloomin’ Flowers and Grass, Inc.; her sister Ardell Casey set up and maintained the books (a responsibility that Flo has since taken over); and husband Ray provided the technical expertise. He built the trailers and truck dump boxes and has even adapted three Walkers for spraying weed control and spreading fertilizer.
Olson’s business grew. During her second year, she added $25,000 to her revenue stream, and the new company kept growing at that pace. Today, her sales are nearing the $200,000 mark. B.F.G. could be bigger since Olson turns down work almost daily. Instead, the owner prefers to keep the business at a manageable level so she can do the work instead of having to manage people.
Bloomin' Flo’s reputation for providing landscape maintenance now rivals her reputation with flowers. Colorful, well-maintained properties are her primary marketing tools, along with neat and clean equipment and a professional demeanor. The company is involved with industry groups, and Olson stays current with training, licenses and insurance. Being a certified turf grass professional and licensed applicator helps to position the owner as an operator of a quality, full-service company.
Does being a woman with a mostly female crew in a profession dominated by men give her a competitive advantage? “I don’t think so,” says Olson, thoughtfully. “If we have a gender competitive advantage at all, it comes from having an eye for detail and being a bit easier on equipment.”
Behind the Scenes
Olson is proud of what she does. “There is great satisfaction at the end of the day seeing what we’ve accomplished with the Walker Mowers. Even after an exceptionally tough day, I love to come home, eat, climb on a Walker, and mow my own lawn. It’s my biggest stress releaser.”
She says she is fortunate and grateful to have reliable employees to call whenever she needs help, and credits most of her success to 7-year employee Green. Jawana is my ‘right arm and left brain,’ ” Olson emphasizes. Bloomin’ Flo also would be remiss to leave her husband Ray out of the mix. “Ray works for the county, but in his spare time – when not flying in his biplane – he is our head mechanic, too,” says Olson. “He keeps our equipment in top running form and helps us if we get into a work crunch.”
What does the future hold for Bloomin’ Flo? Retirement isn’t in the picture, yet, and it may never be there, says Olson, who enjoys working too much to stop now. She notes, though, that property values and taxes are sky high, and if the right offer came through, who knows, they may just sell their home.
That would be a tough proposition, though. The Olson’s live on beautiful Flathead Lake and their 3-acre property includes a spacious workshop for Ray and a cottage that doubles as an office for Flo. Any offer would have to be good enough to at least allow the couple to replicate their current situation. In the meantime, it’s more bloomin’ and mowin’ for Flo Olson.
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